Lorenzo Bennassar
(i+d)
sample case studies
Research and development of new technology and social media brand building comunication projects
Your only chance to beat your competition is with a communication that has never been seen before. That means you haven’t seen it before either. Be brave. Bill Bernbach, chosen the most influential advertising person in the 20th century by Advertising Age.
Lorenzo Bennassar
(i+d)
Sony Pictures & Lorenzo Bennassar
(i+d)
Proposals for Sony Pictures DVD/BluRay promotion
If there was a platform where 90% of the users were film consumers and where getting our messages out had no media cost, wouldn’t it be interesting to be there? And what if from that platform users, whose "alpha male" profile made them very influential in their environment, could socially share their opinions about our products, wouldn’t it be even more interesting to be there? But what if on top of everything, that platform was the future of home theater as it has been demonstrated in the major world markets, would not it be crucial to be there?
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
1.- Welcome to Sony Pictures channel on XBMC
1.- Welcome to Sony Pictures channel on XBMC
If people is sharing our products with other people and it’s been made clear that we can’t do anything about it*, why not offering them a channel to do so and benefit from their attention. We already have all the content. And we update it with every new release. We only need to collect it in one channel and some programming work to make it social. Of course it is an "atypical" proposal but it’s been demonstrated that doing nothing about it is like suicide.
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
* or at least not from our department
2.- Welcome to sonypictures.wetransfer.com
WeTransfer.com is a free new platform for file transfer (up to 2GB) that requires no registration. Voted "best newcomer" in the Dutch Startup Awards'10 and awarded "Best Functional Design" at the Webby Awards'10. It’s simple, useful and attractive. Just another place where people can do what they want to do, while in an elegant and nonintrusive way we can share with them information they might be interested about.
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
2.- Welcome to sonypictures.wetransfer.com
More than 700,000 users around the world until now (2010). 45 million ad views a month. Measured in users, not visitors. An average time spent on the website of 4:30 / 6:10. And a bounce rate of only 4% according to Google Analytics... And they just started the business.
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
6.5 seconds is the time it takes an online user to decide whether the accessed website is interesting for him*.
* “the 6,5 seconds that matter “ from DraftFCB SM
2.- Welcome to sonypictures.wetransfer.com
2.- Welcome to sonypictures.wetransfer.com
Of course, the next question is whether we can include videos instead of photos. From wetransfer they have confirmed they are working on it, but they don’t have proven results yet.
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
3.- Welcome to stickybits.com/sonypictures
All DVD’s and BluRay's in the market have something in common, a bar code. However, we could make our film bar codes be different from the rest. What if we could attach information to those barcodes? What if our customers could see what others are saying about the movie right in the store before they buy?
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
3.- Welcome to stickybits.com/sonypictures
stickybits, is a web-based bar codes social network to share content with people via smart phones. Scanning the bar code with a free software, our customers could access information about the film we want them to, information about a promotion or even, if we are ready for it, people's opinions on the movie.
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
http://bit.ly/cJUHoH
To scan this barcode and view the content we have annexed you only need to download the free software available for Android and iPhone
Lorenzo Bennassar
(i+d)
/ Sony Pictures Proposal
Repsol Bikes & Lorenzo Bennassar
(i+d)
Charge your batteries at Repsol Our energy dependence is not just for fuel for the bikes. Each day, when we “pause� in our lives, we desperately seek for an electricity outlet where to recharge our phones (or the many electrical devices that we carry). Why not offering small towers with electrical outlets available to our customers small so they can charge their phones. A very low cost station that could also be used to collect a valuable database (for example).
Lorenzo Bennassar
(i+d)
/ Repsol Bikes Proposal
Charge your batteries at Repsol
Lorenzo Bennassar
(i+d)
/ Repsol Bikes Proposal
Drive with both hands also while in the information highways because we don’t want you to let go the handlebars not even in the information highways, we have designed for you the first website where you don’t need to use your hands to navigate through it. http://www.andreaslutz.com/
Lorenzo Bennassar
(i+d)
/ Repsol Bikes Proposal
Drive with both hands also while in the information highways Navigation on designer Andreaslutz website does not require the mouse use. Thanks to a motion and voice recognition (via webcam and microphone) you can visit the projects (For further information click on this screen.)
Lorenzo Bennassar
(i+d)
/ Repsol Bikes Proposal
Kids love brands who love kids We talked about crossing experiences. Well, while we get lost in negotiations, Feber toy maker is tunning his 2 toy bikes with Repsol stickers imitation. A fake replica of the Dani Pedrosa and Nicky Hayden Honda RC212V. Feber do not lose too much by doing this lazy imitation whyle Repsol only comes out injured. And yet there’s a mutual interest. Both brands could benefit from solving this situation. Althought being aware that there will be many intermediaries in the way, wouldn’t it be a shame to miss such an opportunity to also find a place in the children’s hearts (and in these children parent’s hearts)?
Lorenzo Bennassar
(i+d)
/ Repsol Bikes Proposal
Kids love brands who love kids
Lorenzo Bennassar
(i+d)
/ Repsol Bikes Proposal
Famous Toy Maker & Lorenzo Bennassar
(i+d)
The FAMOUS brand.com The 2.700 unique monthly visitors that visit our website, acording to Google (40% male, 60% female, between 34 y 44 years old), spend a 6 seconds average time on it.
That means we don’t even reach the 6,5 seconds that matter.
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
The world has changed... Let me introduce you to Geni4. A video game character completely generated by a computer.
A prototype... for now.
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
多Has the world changed? The hyperrealisism of Geny4 is premonitory. And yes, the world has changed. But in form, not in substance. So has the technology. And technology has changed many things. But we need to play, and we will always need, as well as to relate with others, and love, and assert and deny. Technology is just a new way for human beings to continue doing the things that matter.
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
Is there something more powerful... ... than a kid’s smile. The following video has reached 10.263.126 views on YouTube up until now.
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
The FAMOUS face of a kid Seriously now... Is there anything more powerful than a kid’s surprise face. Let’s make it ours (in terms of communication, of course).
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
The FAMOUS face of a kid And let’s make shopping bags, wrapping paper, posters, postacards... with them. They are very unexpensive media1 that people is willing to show for us for free.
1(keep
in mind backcovers in magazins are more expensive because they have a greater audience)
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
The FAMOUS dream factory For many generations, Cortylandia has been part of Christmas such as grapes and gifts. For many, parents and children, Cortylandia is a gift. Let’s share with children a world of illusion, colors, games ... a Famous world. For at least the most important time of year in sales. All with a very dream factory appeal. Fixed and / or mobile. Fireplaces with fire fabric. Past, present and future, with a small exhibition of toys of all times, ads, etc ..., an assembly wheel, holograms, pistons with liquid colors, rainbows, bubbles, hall of mirrors, laughters ... and of course a piano to step on.
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
FAMOUS. The musical. Christmas is the time of the year with more movie releases. Obviously it is not a coincidence. There is no such thing as a coincidence in Hollywood. School holidays without summer camps mean parents want / have to go out with their children. If it is all about talking to people why not making people have some fun in the meantime. We multiply the possibilities to be listened. But above all we will be reaching their hearts. And that’s where sales are really made. That’s where the most profitable investments are made.
Lorenzo Bennassar
(i+d)
/ Famous Toy Maker Proposal
Banesto Bank & Lorenzo Bennassar
(i+d)
Proposals for the Banesto sponsorship of the Spanish football team for the South Africa 2010 World Cup.
The impact of a Banesto 2010 World Cup mobile application is obvious. With 52.329.018 mobiles in our country, there is 110 lines for every 100 spaniards.
Every actual or potential Banesto customer has a mobile phone. If Naranjito brought the color TV to Spain, we might anticipate that Zakumi, the yellow leopard symbol of the 2010 South Africa Football World, will end up introducing smartphones in our country.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
The perfect way to put our brand in the hands of all those willing to have all the relevant information about the World Cup and our team, in real time.
All in real time and with some really amazing technological possibilities.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
“la mejor forma de predecir el futuro es inventarlo� Alan Kay. Cofundador del Xerox Palo Alto Research Center
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
Minute to minute comments wrote by our own specialized team of journalist Score listings with sms alerts In depth game chronicles with photo coverage List of latest news not only of what happened inside the stadiums. Photo galleries with mms sending options. Video ranking of every day’s best goals. Realistic 3D Goal recreation from different angles in minutes such as crow flies view, player’s view, ball view, and all with audio comments and the stadium sound ambient.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
“Beeing the best doesn’t mean beeing the largest, but playing in the best team” Ana Patricia Botín, Banesto Bank President
And what if we combine the growth of the mobile phones market with the power of social networks?
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
The Ebbsfleet case study In 2008, the Ebbsfleet United fans, a football team from the english regional division, bought 51% of the shares of its team through their website (www.myfootballclub.co.uk). Twenty thousand fans paid 35 ÂŁ each to join the board of directors and to be able to be part the team's future. All with the help of a coach that allowed them to participate in such crucial decisions such as the team lineups or the signing of new players. Since then the team's career has undergone a major change. Also sportwyse.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
The Ebbsfleet case study numbers 26/04/2007 - Launch of MyFootballClub. 31/06/2007 - 53.000 fans register their names and emails. 01/08/2007 - 250.000 £ are collected in one single day 10/08/2007 - 12.000 memberships y 500.000£ in just 10 días From agaust till novembre 9 other football teams ask to be purchased. 13/11/2007 - MyFootballClub acquires the Ebbsfleet United (EUFC). 13/11/2008 - Nike becomes the team’s official provider. 13/11/2008 - MyFootballClub and its 21.000 members from 70 countries acquire 75% of the team for 600,000 £ (aprox.). 08/04/2008 - The team’s board of director decide to freeze the tickets price. 09/05/2008 - Ebbsfleet United wins the FA Trophy final in a historic match for the 26.000 fans that visited the mythic Wembley Stadium for their first time in history. Some travelled from more than 20 different countries. 09/2008 - For the first time in history, a team’s fans had the final decision on a player’s transfer, Bristol City’s John Akinde for the sum of 150,000 £. 7.000 members voted in 48 horas. 02/2009 - The board’s members decide to establish free tickets for fans under 18, reaching 3.750 young fans in one match.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
“Communities have always existed. It’s all about thinking how to help people do the things they want to do.” Mark Zuckerberg. Facebook founder / CEO.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
Banesto World Cup Dream application Why not extending the Banesto mobile application possibilities by opening the door to collaboration and fan proposals in tactics and lineups. Everyone who has worked in marketing knows the danger of "focus groups" when those involved risk nothing with their opinions. But the opinion of thousands of fans who live so intensely a passion deserve major respect. The information revolution has shown that the opinion of thousands or millions is an invincible weapon. And no matter what, the benefits of such a marketing action plan for the Banesto sponsorship of the Spanish football team and its commercial innovation image would be inmense.
Lorenzo Bennassar
(i+d)
/ Banesto Bank Proposal
Havaianas & Lorenzo Bennassar
(i+d)
1.- Where the hell is Matt This 32 years old american was one of the first social networks mass phenomena. In February 2003, he resigned his job in Brisbane, Australia, and began a world round travel with his savings. He started a website to keep his family updated, with a YouTube channel where they could see him dancing his unique coreography in all the places he visited. Since 2003 he has reached 50 million views in YouTube. A live example of how consumers are the new medium.
Lorenzo Bennassar
(i+d)
/ Havaianas Winter’09 Proposal
Lorenzo Bennassar
(i+d)
/ Havaianas Winter’09 Proposal
We don’t know where he is right now, but we know his email address so we decided to write him:
To: matt@wherethehellismatt.com On Wed, Oct 28, 2009 at 2:37 PM, Lorenzo Bennassar wrote: Asunto: !Re: Straight to the point... ... and as short as possible, as you recomended on your site: Dear Matt, first of all, congratulations for your courage and “life”. From over here (Seville, Spain) thousands of people we admire you for having had some balls and a brilliant idea. To be short I’ll jump straight to the point: I’m creative director of a brand new research (R&D) department of a small “comunication agency”. We have a client (sandals manufacturer - http://www.havaianas.com/es-ES) to whom we would like to offer having you in a street marketing action this winter. The idea could go from having you doing what you’ve done all over the world to something different if you want to. That could be talked about if have further interest. Right now we are just in the ideas and presentation level. So, not to bother you more than necesary, this mail is just to know if you would be open to any colaboration of this kind before mentioning it to our client. I hope that you are and that you can answer this mail soon to try and get into further details. Best regards, LORENZO BENNASSAR Creativo Director Lorenzo Bennassar (i+d)
Lorenzo Bennassar
(i+d)
/ Havaianas Winter’09 Proposal
and he did answer:
From: matt@wherethehellismatt.com Fecha: 2 de noviembre de 2009 09:44:16 GMT+01:00 Para: Lorenzo Bennassar <lorenzo.bennassar@belowgroup.es> Cc: “Paciullo, Stephanie” <spaciullo@caa.com>, Craig Kessler <craig.kessler@gmail.com> Asunto: Re: Straight to the point... Hi Lorenzo Thanks for getting in touch. I’m cc’ing Stephanie Paciullo at CAA and Craig Kessler on this email. They help me out with these kinds of inquiries. I look forward to hearing more. -Matt
Lorenzo Bennassar
(i+d)
/ Havaianas Winter’09 Proposal
Now that we found Matt... There are many possibilities, from having Matt wearing Havaianas in the 5 cities and dancing surrounded by people to... This might be something slightly out of budget but we are convinced that a greatest media impact is garanteed with Matt Harding.)
Lorenzo Bennassar
(i+d)
/ Havaianas Winterâ&#x20AC;&#x2122;09 Proposal
2.- Snow Battle Is there anything more fun than a snowball battle to welcome winter? This 2nd proposal is about having a spontaneous and unexpected group of people with scarves, winter hats and feathers wearing a pair of Havaianas embroidered on the back, and recreating a spectacular snowballs battle in the cities emblematic spots. Gradually others will join the battle (including others actord hired by us). They will all participate in this unique snow battle in front of the astonished gaze of passers-by. Butâ&#x20AC;Ś where will we get the snow from?
Lorenzo Bennassar
(i+d)
/ Havaianas Winterâ&#x20AC;&#x2122;09 Proposal
2.- Snow Battle To make the idea more coherent with our brandâ&#x20AC;&#x2122;s strategy and bring it even closer to our brandâ&#x20AC;&#x2122;s identity, we would use colored snow balls to welcome the most colorful winter in history. The whole street mob will happen with the complicity of undercover actors directed by a stage manager, inviting passers-by to participate and providing them with our snowballs. Everything will obviously be recorded and uploaded to our social network video channels.
Lorenzo Bennassar
(i+d)
/ Havaianas Winterâ&#x20AC;&#x2122;09 Proposal
3.- The party (1968) Inspired by the famous foam swimming pool scene from Blake Edwards “The Party”, the 3rd proposal is to carry out a huge snowfall in the heart of each of the cities.
Lorenzo Bennassar
(i+d)
/ Havaianas Winter’09 Proposal
4.- Havaianasâ&#x20AC;&#x2122;s gift from summer An all time classic reminder of the places with snow is the snow floating glass balls. No matter how much technology grows, these balls have some magic that always attracts young and old people. Our next proposal is to build a giant confetti floating glass ball with a summer scene inside (sand beach, an umbrella, a hammock and a pair of swimmers).
Lorenzo Bennassar
(i+d)
/ Havaianas Winterâ&#x20AC;&#x2122;09 Proposal
5.- Winter is havaianas This year, the winter will be us. Without depending on the weather man, Havaianas will make snow fall on the chosen time and day in a fountain in the center of the 5 cities. But our snowflakes will not be the regular snowflakes. There will be snowflakes inside of wich all children will want to enter.
Lorenzo Bennassar
(i+d)
/ Havaianas Winterâ&#x20AC;&#x2122;09 Proposal
Thank you
Lorenzo Bennassar
(i+d)